With an excellent understanding of customers’ behaviour, innerwear brand TT
has always been in tune with buyers’ capacity to spend. To honour the
brand’s popularity in India, World Consulting & Research Corporation (WCRC)
has conferred the title of ‘India’s Most Promising Brands 2015’ to TT.

Commenting on this hounour Sanjay Jain, Managing Director of the company
said, “It is a morale booster for us. We now know that the brand has much
more potential than what we have achieved until now. It gives us an
inspiration to work harder, motivation to gain more recognition and achieve
new milestones.”

The company now wants to continue introducing new products under its
existing portfolio. A household name, TT is well established both in and
India and overseas. A fibre to fashion company, TT is listed on both NSE
and BSE. It targets reaching the four digit mark in the next couple of
years.

Cotton blended products for S/S ’15

For this season, since TT has focused on more on high-end fabrics in
categories like modal, spandex and light weight fibers. The company plans
to introduce new fabrics, more colours and styles while expanding its range
under casual wear category.

Elaborating on the range, Jain says, “Apart from innerwear, we do sports
and casual wear. We create clothes for men, women and kids. We also have a
range of boxers and gym vests. We aim to constantly introduce new
products.” Targeting the middle class customers, TT aims to continue
catering to the same segment instead of launching premium products. As Jain
says, fashion would double in coming years. “If we are looking for premium
segment, it means we are looking for a different brand. It is not in
accordance with our philosophy as 80 percent of population still goes for
basics and we want to fulfill their needs with an affordable price range.
But it does not mean we are static in our approach. We will keep pace with
the aspiration of young India,” he avers.

EBO addition and online expansion

TT is sold through all retail channels including major large format stores
and old traditional channels like distributors and wholesalers. It works
with around 500 distributers and wholesalers, who cater to 40,000-50,000
apparel stores. “We have 25 exclusive stores too. For expansion, we are
looking for exclusive and online channels as they are the fast growing at
the moment. About 200 exclusive stores may come up in next two years. MBO
expansion keeps happening regularly. About 70 percent of the revenue is
driven by traditional channels. Online sales contribute a very small share
to our business as it is still a new medium. We have our online website and
have tie up with all the major players in e-commerce players,” informs
Jain.

The company is expanding in the north and seeing growth in other regions as
well. It is present in almost every state. “Now we are trying to
consolidate our position. From business point of view, metros and Tier I
cities offer more opportunities as they have huge population that certainly
translates into good business,” says Jain.

With a turnover of Rs 800 crores it is looking to 10 percent growth next
year. Annually, it is growing at 20 percent.